Category Archives: digital

An age old sobriety test, gets a new digital twist. Walk The Line – a responsible drinking initiative from Bacardi, challenges revelers to walk on a straight strip laced with lasers on either sides to prove their sobriety.

Hats off to Bacardi and the client, for letting us do this. It often takes a ballsy client to do ballsy stuff.

The party doesn’t seem to end for our ever so popular work, Buddy Stamp. After a good show at Abbys this year, we won yet another award at the Golden Award of Montreux, Switzerland. We picked up a Gold Medal for Buddy Stamp in the Creative Use of Mobile Media category.

After looking at the other winners, I must say Buddy is keeping us in good company

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This is one project I’m very proud of. A lot of people worked on this, day and night, to get this live in 2 days flat. View Work

Rationale: The success of a country depends on its ability to identify and work upon its imperfections.
On the eve of our independence, The Republic of India adopted ‘Jana Gana Mana’ as its national anthem. It stood for integrity, and solidarity; adoring our beauteous ‘perfect’ motherland. Does it still mean the same? Or has the true meaning become too delusional for India to relate to? We’ve developed, grown and are slowly inching towards becoming a super power, but hold on and spare a thought to the issues which are truly holding us back.

Listen to the national anthem and then roll over its words to know what it means today.

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We did this soulful little campaign for Franchise India, to promote and inspire people to live their entrepreneurship dream. This is one of my favorite campaigns so far. Everything, from concept to design to tech, fell in place perfectly with this campaign.

The advertising year ended on a good note. 3 of my work went on to win Bronze abbys at Goafest 2011, while I/we also picked up a gold at the Olive Crown Awards held an hour before the creative abbys. While I was hoping for a better result, i guess 3 bronze in the second year of my advertising career isn’t all that bad a start.

While AmarPrem (read previous post) picked up two Bronze in different categories and a gold at olive crown (celebrating responsible advertising, mother nature and stuff like that), SongCatcher banner for Airtel got another bronze in the rich media banners and popups category.

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This is arguably my best work till date. As part of the ‘Responsible Traveler’ initiative for MakeMyTrip we created a website where users can scribble their love on famous Indian monuments without destroying their beauty. The insight was simple. When honeymooners and lovers go sightseeing they often feel the need to immortalize their love by scribbling on the monuments. So we thought, why not give them a chance to vandalize the online avatars of these monuments…

India’s leading travel portal MakeMyTrip.com was keen to build on its Responsible Traveler http://www.responsibletraveler.in/ initiative and generate awareness for ‘travelling with a conscience’ through an interactive execution online

Strategy/Concept

When Indian honeymooners, couples and lovers go traveling & sightseeing, they often feel the need to ‘immortalize’ their love on the walls of historic/ heritage monuments. Instead of preaching to them or punishing them, we ideated a unique concept to offer these lovelorn couples a better, more responsible alternative.

The Amar Prem website was created as a place where couples/users could immortalize their love on historic Indian monuments without leaving their seats or destroying an actual heritage site. It’s a call to all the eternal lovers and ‘Aashiques’ of the worlds to come engrave their love on famous monuments across India. No renovation work would ever erase their love doodles on these virtual monuments, so the real ones could be spared.

Our strategy was to educate and urge people not to damage historical monuments, but instead take these urges out on virtual incarnations.

Execution

Upon landing on the microsite, users are prompted to make a selection from a choice of three famous heritage sites – the Taj Mahal, Humayun’s Tomb and Charminar. With a stunning life-like image of the monument, users can then choose an appropriate spot by zooming in and out of the frontal view, and start doodling their message picking from a palette of colors, brush styles and other usual suspects such as heart-shapes, cupid’s arrow, flower and butterfly imprints to embellish their designs.

Once finished, users are prompted to save their beautiful creations, and are reminded to preserve the beauty of heritage properties by not defacing them.

Impact

Amar Prem has received immense traction and visibility not only on the microsite itself but also through other social channels such as Facebook, Orkut, Twitter etc. There are already several thousand visitors to the website and over a few hundred scribbles recorded. Due to its high user-engagement value, the site is bound to go viral and attract millions of views as it gains more popularity.

We did an online campaign/contest for Airtel Champions League Twenty 20 in partnership with YouTube. We presented Airtel with the idea and they seemed to like it. Besides doing copy for the page, I also scripted the propaganda video which explained the entire contest in plain simple language.